THE EFFECT OF RELATIONSHIP MARKETING ON ONLINE PURCHASE SATISFACTION AMONG BLIBLI.COM CONSUMERS

This study aims to examine and analyze the level of consumer satisfaction in online shopping at Blibli.com. The hypotheses tested in this study propose that the variables of commitment, empathy, reciprocity, and trust have a positive effect on consumer satisfaction. Primary data were collected through questionnaires distributed to 150 respondents who met the predetermined respondent criteria. The sampling technique employed was non-probability sampling using judgment sampling. Data were analyzed using multiple linear regression analysis and hypothesis testing. The results indicate that, based on the F-test, all variables influencing consumer satisfaction simultaneously have a positive and significant effect. Furthermore, the t-test results reveal that each independent variable individually has a positive effect on consumer satisfaction. The Adjusted R Square value of 0.764 indicates that 76.4% of the variation in consumer satisfaction is explained by commitment, empathy, reciprocity, and trust, while the remaining 23.6% is explained by other factors not examined in this study.